Icelandic outdoor brand 66°NORTH recently hosted an immersive showcase during Copenhagen Fashion Week, titled '100 Years of Progress. Still Made for Life.' This special event, anticipating the brand's centennial in 2026, offered attendees an insightful journey into its extensive heritage, current design innovations, and a steadfast dedication to crafting durable, high-performance apparel. The exhibition underscored the company's long-standing commitment to quality and responsible manufacturing practices, principles that have guided its operations since its inception.
\nDuring the exhibition, which premiered on August 5th, visitors gained an exclusive look at the brand's operational philosophy, which prioritizes longevity and robust construction. Helgi Óskarsson, CEO of 66°North, highlighted the company's consistent pursuit of innovation without ever compromising the foundational values established a century ago. The event provided a unique opportunity to explore the intricacies of their manufacturing processes and the integral role of their repair workshops in maintaining product integrity.
\nA key aspect of the showcase was the interactive demonstration of 66°North's rigorous product testing. Features like a wind machine and a GORE-TEX weather simulator illustrated the extreme conditions garments endure before reaching consumers, reaffirming the brand's focus on functionality and resilience. This commitment extends to their choice of materials, as noted by Bjarney Harðardóttir, CBO of 66°North, who stressed the importance of creating clothing that withstands the test of time rather than prioritizing fleeting sustainability claims.
\nThe exhibition also featured an on-site atelier, mirroring the brand's actual factory environments, complete with cutting tables and workbenches. This setup showcased various stages of product development, from raw materials and prototypes to deconstructed garments, illustrating the meticulous craftsmanship involved. The brand's direct ownership of factories in Europe, including a key facility in Latvia that collaborates with innovators like GORE-TEX® and Polartec®, ensures stringent quality control and continuous material advancement.
\nFurthermore, the 100-year-old repair service of 66°North took center stage, with live demonstrations by their dedicated repair team. This initiative, deeply rooted in the brand's history since its founding by Hans Kristjansson in 1926 in Suðureyri, Iceland, exemplifies their belief that when customer safety depends on their products, every effort must be made to protect them. The display included pieces from the forthcoming SS26 collection, such as the GORE-TEX® Pro 3L Hornstrandir Shell Jacket and the breathable, waterproof Snæfell Polartec® Power ShieldTM Pro, all embodying the brand's philosophy of enduring design and performance.
\nThe centennial exhibition by 66°NORTH at Copenhagen Fashion Week served as a powerful testament to the brand's enduring commitment to quality, innovation, and sustainability. Through a display of its rich history, meticulous manufacturing practices, and forward-looking designs, the event solidified its position as a leader in performance wear, emphasizing longevity and reliability as core tenets of its identity.